Tourism is expected to become a major engine of Cuba’s economy when US travel restrictions are lifted. To be successfully promoted in the markets visiting the Caribbean, Cuba “must be favorably differentiated from its competitors, or positively positioned, in the minds of the consumers” (Echtner & Ritchie, 2003, p. 37). Arguably, until US-Cuba political relations are normalized, the majority of US travelers will explore Cuba through the eyes of local guides when partaking in organized “people-to-people” licensed trips. Tours guides are often perceived as “ambassadors” who function as culture and social mediators, potentially influencing tourists’ image of the destination and decision to revisit. Given their direct interaction with tourists, it is important to understand Cuban tour guides’ role and perceptions of tourism in Cuba.
The study explored Cuban tour guides’ role in the current tourism development in Cuba and their perceptions of Cuba as a travel destination. Semi-structured interviews based on destination image research by Echtner and Ritchie (1993) were conducted with eleven certified tour guides in November 2015 in Havana, Cuba. Study participants refused to be recorded, thus notes (i.e., words recorded as close to verbatim as possible) were taken during the interviews. Two researchers coded data and identified emergent themes.
First, participants were asked to describe their role in the current tourism development. Respondents viewed themselves as facilitators of communication and sources of information. Often being the first Cubans tourists interact with, guides believed it was important to share their viewpoints but “never tell a lie because people will experience Cuba through interactions with locals”. Second, participants were asked to provide three words that best described their perceptions of Cuba as a travel destination. Four dominant themes were revealed: natural beauty, rich culture and history, different and intriguing reality, and safe place. Cuban guides’ perceptions of Cuba were consistent with American tourists’ pre-trip expectations (i.e., natural beauty, rich culture and history, and communist society and poverty) and post-trip image of Cuba (i.e., unspoiled natural areas, unique and welcoming culture, and safe place to visit) (Látková & Wilson, 2016). The findings provide baseline information for Cuban tourism marketing strategies.
Topics: Destinations , Topics: Social and Environmental Dimensions of Tourism , Topics: Island Tourism
